Some Saints superfans opt for face paint or custom signs, but for a pair of New Orleans "Datadors," their gameday accessories of choice are black and gold matador costumes. Their decked out pickup truck, nicknamed Bianca, is their bull.

But a CNN investigation sheds new light on how leading e-cigarette company Juul Labs was encouraging -- and at times paying for -- social media users to promote its nicotine-filled product to thousands of their followers.